Fortiline – Imagine a Day Without Water

Overview

Each year, Fortiline participates in "Imagine a Day Without Water"—a national campaign from the US Water Alliance that advocates for investment in water infrastructure and celebrates the labor that makes clean water possible. Our goal was to turn this into a moment of appreciation, connection, and visibility for the unsung heroes of the water industry.

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The campaign was small in budget but large in heart. Our message: bridge the gap between awareness and appreciation for the essential, often invisible work that happens underground every day.

Design thinking

The Problem

Water infrastructure workers are rarely recognized for their role in keeping communities safe and functional. Despite their impact, their work often goes unseen or unacknowledged.

We needed a way to:

Honor these workers in a sincere, human way
Give Reece branches and sales teams a reason to engage with customers
Show solidarity between Fortiline, Reece, and the crews they serve
Tie into the national campaign while making it feel uniquely Fortiline

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Goal

To express appreciation, foster loyalty, and strengthen relationships with field teams and trade professionals. To spark pride internally and externally through storytelling, visibility, and personalized touchpoints.

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The Solution

We developed a two-phase campaign:

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Phase 1 – Concepting & Direction

Developed two distinct creative directions with visual identities, campaign marks, and rough copy
Pitched the concepts with rationale, brand alignment, and sample executions (social, print, email)
Collaborated with a copywriter who refined messaging after initial drafts were presented

Phase 2 – Campaign Execution

Once the final concept was chosen, we delivered:

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Counter Cards
- Designed for branch counters to create in-person connection
- Paired bold messaging with photo-led layouts
Social Assets
- Platform-ready static posts for Fortiline to share appreciation online
- Platform-ready video animation
- Matched to counter card visuals to build continuity
Email Campaign
- Two responsive versions (Desktop + Mobile)
- Simple, heartfelt thank-you to customers with campaign link
TV Frame Loop (Branch Screens)
- Looping animation to play in branches during the week of the campaign
- Visually anchored by campaign headline and gratitude

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My Role

I led the creative direction and execution across all channels:

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Created the initial campaign concepts, and messaging direction
Collaborated with designer on design concepts
Built the pitch presentation and wrote the initial copy drafts
Art directed the campaign’s visual identity and tone
Designed and produced the campaign emails and social graphics
Directed and animated the motion graphics video
Partnered with a copywriter to refine final messaging

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Note: While this was a collaborative project, I led the creative strategy and execution end-to-end.

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The Impact

The campaign created a moment of visibility for a typically overlooked audience. Branches used the assets to connect personally with customers. The motion graphic was shared across internal and external channels. The tone struck a balance between warmth, professionalism, and purpose.

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It also positioned Fortiline as more than a supplier: a brand that recognizes and champions the people doing the work that matters.

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Button Text

Finished product

Even with limited time and budget, creative storytelling can spark pride, shift perception, and deepen loyalty. This campaign reminded me that some of the most meaningful design work happens when we use our craft to honor people—not just sell to them.